The following article is based on a presentation by Ginger Whitson at the 2021 Maid Summit, hosted and organized by ZenMaid. Ginger is the owner of Cleaning Business Growth, a marketing company for maid services, and Love My Maids, a cleaning company. Before starting those businesses, Ginger was a corporate trainer, executive coach, and management consultant.
Ginger Whitson launched her maid service, Love my Maids, after she got laid off from her two-decades long corporate career. She worked out of her garage with no employees, no customers, and no revenue. Three and a half years later, Ginger owned a million dollar business.
How did Ginger propel her maid service to such rapid success? There isn’t a single answer. Marketing is a puzzle with many pieces that must fit together into one unified strategy. Ginger helps other business owners find the pieces that work for them through her marketing company, Cleaning Business Growth.
Read on to learn some of Ginger’s marketing strategies to grow your own cleaning service.
The 3 elements of a marketing strategy
If you’ve never created a marketing strategy, it might seem like a daunting task. To make it more manageable, break it down to three elements.
1. Growth goals
What do you want to achieve? Do you have a revenue goal? Do you want to open another location? Get super clear on your goals and what you want your marketing strategy to help you do.
Although you can grow your business organically through referrals and search engine optimization (SEO), paid methods are the fastest way to go.
Here’s a simple framework for how much of your monthly revenue to invest in marketing:
- Start slow : 5%
- Moderate growth: 7%
- Aggressive growth: 10%
After you’ve clarified your goals and budget, decide what marketing products or services you’ll invest in to meet your goals. By knowing exactly what you want to achieve and how much you can spend, you’re less likely to waste money on products or services.
Hire employees to support incoming business
If your marketing strategy does its job, you’ll have new leads and customers to support. Be prepared with enough staff to handle the incoming work.
When you find great job candidates, hire them. Then pump up your marketing to bring in the clients.
Keep in mind that it’s natural to lose clients. So don’t forget to account for attrition when you set your hiring goals. If you want to grow by 10 customers, aim for 12 because it’s likely that you’ll lose two.
Aim for page 1 of Google search results
There are a lot of options for marketing, including lead generation services, mailers, postcards, and flyers. But what do most people do when they decide they need a clearing service? They turn to the internet. And mostly likely their search will happen on Google. So, the first page of Google’s search engine results pages (SERPs) is where you want to be to get in front of as many people as possible.
Here’s how to increase your chances of showing up on the first page of Google:
- Have a website that encourages visitors to book or contact you.
If you’re going to spend money to drive traffic to your website, it must answer people’s common questions and feature an easy way for people to contact you. This includes forms, bright buttons, or prominent displays of your contact information.
Don’t overthink the design. Just make sure it looks professional and is easy to scan – avoid long blocks of text. Look at it from the fresh eyes of a new visitor. Would they be impressed?
- Invest in Google Ads.
If you’re not showing up organically in a prominent position on Google, buy Google Ads. To run a successful Google Ads campaign, invest a minimum of $30 a day. Anything less will generate only a trickle of leads.
If it’s in your budget, hire a professional to run the ads for you. Check in with them often to review the metrics with a focus on conversions and how much each conversion costs.
A conversion happens whenever someone clicks on an ad to get to your website. Aim for a conversion rate of at least 20% and a cost of $30 or less per conversion.
- Invest in SEO as soon as you can.
SEO can be out of budget for new businesses. When you get to $25,000 to $30,000 a month in revenue, make the investment.
Landing in the map section of a Google results page, known as the Google Map Pack, is hitting the marketing jackpot. While the organic sections below it are also great, the map section is what draws most visitors. If you show up as one of the first three businesses listed under a map, you don’t need to buy Google Ads.
In the screenshot below, you’ll see the results for a Google search for “maid service arlington, tx.” Ginger’s company, Love My Maids, appears as the first business under the map – a prime spot.
Keep in mind SEO is a long process. You don’t show up on page one instantly. It can take months or even a year, but is worth the investment in time and money.
Once you reach page one, you can pay for lower-cost SEO maintenance packages from your consultant. Dial it back, but don’t quit.
- Start email marketing to keep leads.
You may lose the sale, but you don’t have to lose the lead.
Stay in people’s minds through email marketing that offers value. When they’re ready for a cleaning service, they’ll think of you. Aim to send an email about three times a month.
- Build a strong client retention strategy.
It’s easier and less expensive to keep clients than to get new ones.
Plus, you can upsell current clients on new services or gift cards. Make their word of mouth part of your marketing program and ask for reviews and referrals.
For more tips on how to create a marketing strategy to grow your maid service business, watch Ginger’s full talk below:
For more resources on how to grow and perfect your cleaning business, check out the replays from the 2021 Maid Summit, hosted by ZenMaid. The summit featured more than 60 presentations from other maid service owners who shared tools and strategies to help you achieve the highest levels of success in your business.
If you found this article helpful for your maid service, you may also like:
- How I used Google Ads to grow my cleaning business to 4 Cities
- The 3-step formula for becoming fully staffed in 6 days
- Tips for finding the brand voice that’s right for your maid service
- The top ten reasons why employees might leave your maid service
- Watch your maid service profits balloon with an online presence